HARRISBURG, Penn.–Pennsylvania’s credit unions have kicked off the 2016 iBelong advertising campaign.
It is running in seven media markets with a goal of continuing to drive awareness and education via a strong TV presence in each market, according to the Pennsylvania CU Association.
The advertising seeks to drive traffic to www.ibelong.org via an online/digital marketing strategy. The PCUA said the audience remains women 25-49, with a secondary audience of 18-34.
“All markets will continue to run a commercial schedule consisting of 15- and 30-second spots across news programs, along with popular prime-time broadcast and cable programing,” the PCUA said. “Because 2016 is an election year, the television campaign will utilize high-impact sponsorships to insulate the campaign from being bumped due to political advertising.”
According to the PCUA, each market will include a high-profile sponsorship that ties in with local news and/or prime custom programming. For example, in several markets, the campaign will identify credit unions as the exclusive local sponsor of NBC’s The Voice during their promotional schedule. Other markets will include sponsorships of other highly rated shows popular with the targeted demographic, as well as sponsorships with local news programming, the PCUA said.
“Because the average person is increasingly watching or listening to media through their smartphone, media buyer Target Media will direct the online component of the campaign through an expanded use of mobile-centric channels,” the PCUA said. “Mobile In-App Marketing will deliver display ads and video through today’s most popular mobile apps, and be targeted to geographic areas surrounding branch offices of participating credit unions.
Target Media will manage several new platforms for online advertising this year, including Google Sponsored Promotions that delivers video and static advertising directly into Gmail users’ inboxes, based on extensive geo and behavioral filters.”
After a successful pilot, the campaign will continue to utilize Pandora to target younger adults, taking advantage of their research to pinpoint the ideal consumer for financial services from a credit union, the PCUA said.